brand roadmaps

Pressed for Growth, Campbell Wants to Be 'More Than Just Soup'

Posted by Dale Buss on December 18, 2014 02:05 PM

Campbell's Soup Mmm Mmm Good hashtag

Campbell's Soup has come a long way from the simple days when its iconic slogan "M'm M'm Good!" meant that sales were as healthy as a steaming bowl of tomato soup. Today's internal catchphrase for the company is "Real Food That Matters for Life's Moments." And therein lies a new tale.

Under CEO Denise Morrison, who is now entering her fourth year, Campbell has tried mightily to resurrect sales of its staple product: Mainstream soups. The company has tried taking salt out and then putting it back in. It has tried riotous new flavors and uncommon packaging to attract millennials who haven't grown up on soup. It has called the stuff "Go Soup!" and come up with recipe apps for soup. Campbell also has tried various pricing and other promotional gambits.

But even the occasional wins in the soup category have turned out to be chimeras. For example, for the quarter that ended Nov. 2, Campbell's U.S. soup sales were up by 6 percent—just the second time that has happened in 15 months. But the gain was a false one, BuzzFeed reported, in that it occurred mainly because big retailers including Walmart made holiday orders earlier than usual.Continue reading...


Gumby, Skeletor and Jem Create Holiday to Remember in Honda Social Campaign

Posted by Dale Buss on December 12, 2014 01:33 PM

Honda touched a sonorous chord with U.S. consumers with its year-end holiday TV campaign featuring nostalgic cartoon characters in modern roles, hanging around dealer showrooms and touting Honda vehicles.

The Happy Honda Days ads were the brand's way of attempting to break through the huge pack of automotive year-end promotions that have become as dependable in November and December as Starbucks' Christmas flavors.

Now, just in time for Christmas, Honda marketers have taken this same endearing cast of cartoon characters and put them in designed-for-social videos, and for a good cause.Continue reading...

celebrity brandmatch

Watch: Kevin Bacon Will Pitch Your Brand Thanks to Shop for Good

Posted by Shirley Brady on December 11, 2014 11:25 AM

If you haven't yet designed your own commercial with Kevin Bacon, give it a whirl—it's brought to you (and small business owners) by Shop for Good, in the spirit of supporting independent retailers this holiday season.

As FastCo Create notes, "Shop for Good facilitates stores sending a portion of customer purchases to a charity of their choosing, and in order to convince businesses to sign up" partnered with the actor (who's also pitching NYC's Food Bank) in a fun holiday campaign—because who doesn't love Bacon?

More details (and outtakes) below.Continue reading...


eBay's Holiday Gift: A New iPad App and Festive Good Deeds

Posted by Catherine Straut on December 10, 2014 05:39 PM

eBay iPad app holiday 2014

As announced today, eBay has launched its first iPad app in a bid (if you will) to “enhance the shopping in time for the holidays,” according to a press release. The e-commerce platform is intent on reinvigorating growth and sales by catering to the more than half of its users (59%) who are multi-screen shoppers.

The immersive platform—available in 8 languages to buyers and sellers around the globe—enhances the brand's content marketing efforts and features an elevated design aesthetic.

The app features a simplified navigation and checkout, gesture-based exploration, a refined photography gallery, a more user-friendly "My eBay" experience (Buying, Selling, Watching, Following), new item detail (View Item) and seller profile pages and fresh collections across popular categories (Motors, Fashion, Electronics, and Collectibles).Continue reading...

brand news

Brand News: Amazon, Sony, Nissan's #RedThumb and more

Posted by Dale Buss on December 9, 2014 09:28 AM

Adam Levine for Nissan Red Thumb driver safety campaign


Amazon threatens to shift drone testing overseas and tests faster deliveries by bike in NYC as company refuses (with Apple) to release diversity data.

Sony Pictures employees are left fuming after data breach as PlayStation Network also hacked.

Honda finally plans worldwide recall for Takata air bags.

Volkswagen names new head for eponymous brand after suffering year's biggest sales drop, while it plans to reveal new crossover at Detroit auto show and grants partial recognition to UAW in Tennessee.

Nissan promotes Red Thumb driver safety campaign with Adam Levine.Continue reading...


Priceless Surprises: MasterCard Trots Out Gwen Stefani, Apple Pay, Airborne 'Annie'

Posted by Shirley Brady on December 8, 2014 05:14 PM

MasterCard today kicks off a new campaign featuring Gwen Stefani promoting #PricelessSuprises, its year-end holiday campaign, to cardholders.

The surprises range from concert tickets to golf experiences to a chance to meet the singer/fashion designer, with Apple Pay getting a shout-out in the new TV commercial.

The spot (directed by Sophie Muller of Wondros) features Stefani's new song, "Spark The Fire," which also featured in a Fiat spot at the recent American Music Awards.Continue reading...

diversity watch

American Express Brings LGBT Pride to Small Business Saturday

Posted by Sheila Shayon on December 8, 2014 03:29 PM

As one of the largest corporations in the world, American Express has consistently been a leading model of an inclusive brand by engaging its diverse employee network and augmenting its outreach to LGBT stakeholders, including card members and merchants, with well-executed, diversity-focused marketing moves.

Case in point: For the past three years, Amex’s PRIDE network—its internal community of LGBT employees—organized and produced local PRIDE events across the U.S. on Small Business Saturday, the annual post-Black Friday indie retailer event that American Express started five years ago.Continue reading...

branded entertainment

Branded Entertainment: 'Tis the Season for Holiday Schmaltz—and Music Videos

Posted by Abe Sauer on December 5, 2014 12:03 PM

The Project: "One Love" by Ben & Jerry's and Bob Marley (Dec. 4)

The Plot: Music video featuring fans singing Marley's iconic tune in aid of the Bob Marley 1Love Foundation. The videos were collected by Ben & Jerry's UK, whose Marley-inspired Satisfy My Bowl ice cream flavor is raising money (but not in America) to create a new youth empowerment camp for underserved children in Jamaica.

The Verdict: Jah, man—because giving is the reason for the season. Below, more fresh branded entertainment, starting with Nick Offerman for Lagavulin whiskey.Continue reading...

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